When should a brand create content itself versus outsourcing content creation to an outside agency?

That was one content marketing strategy question attendees asked in the solo social media workshop I presented at the Social Media Strategies Summit.


We have a significant bias toward handling content creation inside a company as part of its integrated content marketing strategy. Unlike typical marketing communications, press releases, brochures, direct mail, etc., content creation for social media platforms necessitates an authentic sense of the brand personality, IF it’s going to be successful. Being so intimate with the brand personality and what it represents in every dimension isn't something an outside communicator can easily do. Additionally, an outside communicator often isn't present to capture the video, images, and interviews in the moment as robust content sources.

Having said this, there are instances where outsourcing content creation can make sense. This can also extend to outsourcing curating and sharing content in some situations as part of a brand’s content marketing strategy.

7 Situations for Outsourcing Content Creation

Here are seven situations where we think outsourcing content creation and other related functions is viable:

  1. Adapting internally-generated content so it fits with targeted social media platforms.
  2. The brand is willing to invest resources in an outside communicator to become immersed in the brand both initially and on an on-going basis.
  3. Individuals inside the company are the face and/or voice of the content an outside communicator edits or rewrites, videos/photographs, or translates into social media-appropriate formats.
  4. Designing the strategy and platform for a brand to communicate content via social media networks.
  5. Curating content that fits the brand’s strategy.
  6. Scheduling the brand’s content across channels, in effect becoming the DJ for internally created content.
  7. Conducting social media listening for the brand.

One outsourced social media situation you don’t see listed is a brand farming out 100% of its content creation.

There may be other situations that make sense, but this is where we stand on this content marketing strategy question.  - Mike Brown

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